Examining Customer Satisfaction at the Point-of-Purchase Phase: A Study on Malaysian e-Consumers

Customer satisfaction is considered the essence of enterprise success, especially in the competitive online
business environment. This study aimed to examine how the selected key factors, i.e., general belief, information
quality, website design, merchandise attributes, payment transaction, security and privacy, delivery service, and
customer service, contribute to overall satisfaction among the customers of small online apparel businesses in
Malaysia. This study used a cross-sectional design and complete data was collected from 765 customers who
purchased apparel online at the point-of-purchase. The finding reveals that general belief, information quality,
website design, payment transaction, security and privacy, delivery service, and customer service have a positive significant effect on overall satisfaction. In order to sustain in the competitive online business environment, small online apparel businesses in Malaysia should therefore focus on operational strategies on the dimensions of service quality, which would lead to an improvement in overall customer satisfaction.